Improve Your Content Marketing With Statistics

You may have noticed that we use a fair number of statistics with links to the source of those statistics in our content marketing (including this blog), and you might assume the only reason we do that is to improve search engine optimization. You would be right to some extent – it is a part of our strategy.

After all, 2011 correlation data from Moz showed a 0.04 correlation between the number of external links on a page and higher rankings. While that may not seem like a high correlation, when looking at all of the ranking factors, it is significant.

But that isn’t the only reason we include statistics and links in our online content marketing. The use of relevant data and statistics from reliable sources helps build trust with your audience, helps persuade your audience, and even gets your audience to read your marketing content. Data weaved into a story brings perspectives from outside of the writer and can be used to support or validate your story.

Don’t take our word for it! In a recent Survey, SurveyMonkey found the following:

• Three-quarters of those surveyed said that content with data is more trustworthy than content without data.
• 73% said content with data is more persuasive than content without data
• 82% said they prefer to read an article based on data than one based on the writer’s opinion
• 49% of people ages 18-34 and 43% of people ages 35-54 said content with data is more fun to read

Conducting your own research takes this concept to an entirely new level. From an SEO-perspective, original data and statistics can help increase b acklinksto your website. Plus, one good well-thought-out research project could supply an abundance of content marketing opportunities that drive people to your website, engage people on your social media sites, and capture leads.

Original data can be distributed in blog posts, social media posts, articles, e-guides, white papers, newsletters, videos, and webinars. The data can also be repurposed in many different formats such as text, charts, graphs, tables, grids, or infographics. If the research is detailed enough, you may even want to create a landing page on your website for the information.

The information can be gated (which will capture leads) or not (which will maximize the number of readers). According to SurveyMonkey, 87% of adults have provided their email address or joined a newsletter or blog mailing list to access content.

Embarking on an original research project should not be done lightly. It can be time-consuming and costly, so you want to make sure it provides data that you can use. First, identify the purpose and a goal for your research, find out if the information is readily available elsewhere, determine the questions to be asked including “why” questions, decide how you will distribute the survey, and identify who you will ask.

The data doesn’t have to be boring. It could be used to confirm something – an idea, thought, etc. - or it could be used to surprise and challenge stereotypes.

NOTE: According to SurveyMonkey, you should ensure that you survey at least 1,000 people. Their research found that 66% of people surveyed said the smallest sample size they would trust is 1,000 respondents, and 58% of people said they play close attention to how the data is collected.

Yes, sitting in front of your computer creating content that comes out of your head based on your experience, expertise, and opinion is easier than finding data online or collecting your own data. However, if you don't include some data to back up your content – either original or from another reliable source – you’re missing an opportunity to build trust and/or persuade your readers or possibly even losing readers.

If your content market is not producing the results you want, PMI can help by developing quality content for you, posting it, and connecting it to an online marketing ecosystem. Give us a call at 484-297-6395 or contact us online .